IKEA Twitter Initiative

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Transcript of IKEA Twitter Initiative

IKEA is a privately owned Swedish company that designs and sells ready-to-assemble:

Furniture AppliancesHome decor

IKEA owns and operates 332 stores in 38 countries (Hawkes 2013).

'To create a better everyday life for the many people' (IKEA corporate website 2013). WHERE?WHO?COMPANY BACKGROUNDVISIONOPTIMISED AREAS OF DIGITAL STRATEGYWEAKNESSES OF DIGITAL STRATEGYRATIONALE FOR NEW INITIATIVEPoor website usabilityNeed to use a platform to enhance interaction with consumersNEWS AND PROMOTIONSRESULTS OF CAMPAIGNOver the course of 3 months, the progress of the campaign was evaluated using :

Twitter Analytics

Google Analytics

Company Website Views

Increase in business catologue subscribers

Online SalesInteractive App

Online Catologue

Viral Marketing Campaigns

International Twitter

Facebook, Pinterest and InstagramThe majority of content is visual. Chadwick & Doherty (2012) explain that illustrations are vital to build engagement. Customers find Facebook hard to use as a platform to communicate with the companyPROS & CONSAIMS AND OBJECTIVESMilleti (2010) Twitter ensures that fast research is being conducted to the rights sales lead at the right time.

Forbes (2012) use of Twitter only effective if companies take time to listen to the consumers and share exclusive and unique content. Doesn't focus on B2B marketDoesn't replicate the in store experience online#ASHTAGSCOMPETITIONSLINKS TO OTHER SITESCONTENTTWITTER PAGEAIMSOBJECTIVESTo encourage consumers to visit the online store.To increase customer satisfaction through engagement and support.To keep consumers interested through competitions and promotions.To replicate the in-store 'wow' experience online. To increase communication with B2B market.To get more consumers to sign up to IKEA family.To ultimately increase online page view conversion rates.

Providing informationOffering promotionsCompetitionsInspiring/Creative ContentCustomer Service IKEA UK currently do not have a Twitter account. Moth (2013) notes that IKEA’s US feed shows how useful Twitter can for interacting with customers.

The Guardian (2013) suggests Twitter is a useful tool for those companies based on information. Although IKEA are a visual brand, their Facebook and Pinterest account already accounts for this.

Introduction of a Twitter will enhance the fluidity of the social media as a whole.

After surveying 40 individuals, 80% of individuals chose Twitter over other forms of social media to communicate with a company. Hinton & Hjorth (2013) suggest the richness of Twitter posts comes from the use of hashtags, which allow people to track issues rather than individuals.

Hashtag’s will be relevant to the topic of the day:

Faith and Forlano et al (2011) Twitter allows a sense of public familiarity.

Facebook 'Likes' Tweeted by customersMandiberg (2012) note of a potential drawback of Instant messaging services like Twitter that news can be disseminated so rapidly that it bypasses normal editorial control, potentially leading to incorrect and misleading reports being released which are then left to readers to analyse and evaluate.

#FlatpackFridays#PetsAndPans#SustainableSundays#SpringTimeDesign#HowToTuesdaySEASONAL USER-GENERATEDCompetitions and promotions will be posted frequently to engage customers and to keep the content new and inspiring. Peattie (1995) argues the success of a competition can be reliant on how the product itself compares to the prize on offer therefore a sufficient incentive will be offered.

Benefits of a social media competition (Doctor 2013):Boost your online reputationGain more followers creating brand awareness.Keep the content relevant throughout the competition period to maintain interest.

Key risks of competitions (Sheridans, 2014):Rules not being clearCompetition not being suitable to all markets Abuse

Faith and Forlano et al (2011) explain that tapping into competitive and collaborative consumer instincts where users share develop and share their own content, adds a new dimension to online participation.Email MarketingTwitter is a 'microblog' that consists of short messages rather than long (Java et al 2007).

Combination of both social media and social networking, resulting in real time public broadcasting with the content propagated by it's users Murphy (2013)

Manovich (2001) Twitter is a digital 'object.

Twitter is a short, snappy and speedy social networking tool (Weber 2007). Short posts means higher frequency than an egocentric blog, quick reflections mean the social network is constantly active (Murthy 2013).Users can decide whose messages they receive, but not who receives their messages. Therefore IKEA know the people following want to here what they have to say (Murth 2013).Twitter users feel they are 'writing to a wall' and not an audience therefore can be argued not as valuable as speaking over the phone (Niedzviecki 2009).MOBILE-FRIENDLYCommunicating is restricted to 140 character format (Murthy 2013).COLOUR SCHEMETOPICALSUSTAINABLEB2BIncrease in followersCyr & Head (2010) describe the impact of colour on emotions or behaviors in website design.

According to Wilson (1966) when designing a website long- wavelength colours (red and yellow) are more negatively arousing than short-wavelength colours (e.g., blue and green). The theme of the Twitter page is blue and green with simplistic designs of the IKEA website. The theme will change based on the season.Cotrell (2014) Twitter is only a powerful marketing tool if the content is consistent. Frequency: Twice a dayFrequency: Once a dayFrequency: Once every other dayFrequency: 3 times a weekMilleti (2010): engagement in b2b selling is becoming increasingly more social.

In 2013, the interactive edition of the IKEA catalogue app was downloaded almost 10 million times! (IKEA Facts and Figures 2013). There is 59 editions of the app, showing the importance of the Twitter account to be mobile-friendly and compatible with any smartphone. Share- SpaceVineFacebookPinterestGOOGLE ANALYTICSEstimated monthly traffic (visits) for IKEA.comTrafficestimate.com (2014) Now owned by Twitter, short looping videos max 6 seconds. Easier to watch on a mobile than a youtube video. (Social Bakers 2013) Although Twitter analytics will be used to monitor the performance of the Twitter campaign, Google analytics will meaasure the knock on affect of the campaign on other social medias.

A benefit of using social analytics is users can create targeted reports to help measure the impact of social marketing initiatives and evaluate the effects of social media on their site statistics Ribarksky (2014). Another benefit is the cost effectiveness, Google analytics is free and provides you with all the information necessary including whether your tweet resulted in a purchase (Google Analytics 2014) TWITTER ANALYTICSTwitter analytics account can identify key areas which effect the number of followers, your engagement and the success you have on Twitter (Twitter Analytics 2014) Tweet activity

Explore

Follower growth

Follower quality and engagement

Reach

Traffic Social AnalyticsSocial SharingSocial ReportsSocial ConversionsLink between social media and likelihood that a consumer will post a review (Goldsmith et al 2013)Quality of images are found to be one of the most important factors to lead to a transaction (Kusta and Villa 2011).References